In today’s digital age, video advertising has become one of the most effective ways to reach potential customers. With millions of daily active users, Amazon offers a unique platform for advertisers to reach a highly engaged audience. Whether you’re a seasoned marketer or new to Amazon’s advertising ecosystem, placing video ads on Amazon can significantly boost your brand’s visibility and sales. Here’s a comprehensive guide to help you get started.
Why Choose Amazon for Video Advertising?
Amazon isn’t just an e-commerce giant; it’s a massive advertising platform with a wealth of data that can help you target your ideal audience and enhance your funnel. Video ads on Amazon are highly effective because they appear across multiple touchpoints, including search results, product detail pages, and even on Amazon devices like Fire TV and a multitude of streaming platforms. This multi-faceted approach allows you to reach customers at various stages of their shopping journey.
Step 1: Set Up Your Amazon Advertising Account
Before you can start placing ads, you need to set up an Amazon Advertising account. If you already sell products on Amazon, you likely have access to this through your Seller Central or Vendor Central account. If not, you can create an account directly on the Amazon Advertising website.
- Visit advertising.amazon.com.
- Click on “Register” and follow the steps to create your account.
- Fill in your business information, verify your account, and you’re good to go.
Step 2: Understand the Types of Video Ads Available
Amazon offers several types of video ads, each designed to serve different marketing objectives:
- Sponsored Brands Video: These appear in shopping results and are ideal for driving traffic to your product pages.
- OTT (Over-the-Top) Video Ads: These ads are displayed on streaming platforms, such as Fire TV, reaching viewers while they watch shows or movies.
- Amazon DSP (Demand Side Platform) Video Ads: These allow you to programmatically buy video ads across Amazon-owned properties and third-party websites. For now, a very select group of companies with large ad spends have access to the DSP. You can also get access, but you have to give the company providing access a percentage of ad spend. There is also a business background check involved. If you’re a small business or a single individual, this is likely not the path you’ll take.
Understanding which ad format suits your business goals is crucial for maximizing your ROI.
Step 3: Create Compelling Video Content
Your video content is the heart of your ad. To capture attention, your video should be engaging, concise, and tailored to your audience. Here are some tips:
- Keep it Short and Sweet: Amazon recommends keeping videos between 15 to 30 seconds long.
- Grab Attention Early: Hook viewers within the first few seconds with a strong visual or message.
- Highlight the Product: Make sure your product is front and center. Show it in use, highlight key features, and include a clear call to action.
Step 4: Set Up Your Campaign
Once your video is ready, it’s time to set up your campaign. Here’s how:
- Choose the Right Ad Type: Go to your Amazon Advertising account, click on “Create Campaign,” and select the type of video ad you want to run.
- Define Your Audience: Amazon allows you to target based on demographics, interests, purchasing behaviors, and more. Use this data to narrow down your audience.
- Set Your Budget and Bids: Decide how much you’re willing to spend on your campaign. Amazon’s bidding system will allow you to set a daily budget and bid per click or impression.
- Upload Your Video: Ensure your video meets Amazon’s specifications. For Sponsored Brands Video, the recommended aspect ratio is 16:9, and the maximum file size is 500MB.
- Launch and Monitor: Once your campaign is live, regularly monitor its performance. Use Amazon’s reporting tools to track metrics like views, clicks, and conversions.
Step 5: Optimize Your Video Ads
Successful advertising on Amazon doesn’t stop at launch. To get the best results, you need to continuously optimize your ads. Here’s how:
- A/B Testing: Test different versions of your video to see which performs best.
- Refine Targeting: Use performance data to tweak your audience targeting.
- Adjust Bids: Increase bids on high-performing placements and reduce them on underperforming ones.
- Monitor ROI: Keep an eye on your return on ad spend (ROAS) to ensure your campaign is profitable.
Conclusion
Advertising on Amazon with video can be a game-changer for your brand, driving increased visibility and sales. By following these steps, you can effectively create, launch, and optimize your video ads, reaching the right audience at the right time. At Mad Men Marketing, we specialize in helping brands navigate the complexities of digital advertising platforms like Amazon. Ready to take your video ads to the next level? Contact us today to learn more about our tailored advertising solutions.